Brand Tone

Aspirational & Confident, Exclusive & Bold, Motivational & Community-Oriented, Direct & Product-Focused

Brand Values

• •Ambition & Success
• •Luxury Lifestyle
• •Quality
• •Exclusivity & Uniqueness
• •Community
• •Self-Expression & Confidence

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone (aspirational, confident, exclusive), key messaging pillars (ambition, success, luxury), approved vocabulary, and words to avoid. Share this with anyone creating content.
• •Consistent Visuals: Ensure all imagery (website, social media, ads) aligns with the aspirational and bold aesthetic. Use professional photography that reflects the desired lifestyle. The current visual consistency between the website and Instagram is a good foundation.
• •Founder/CEO Alignment (if applicable): If Ige remains the primary face of the brand, ensure his personal branding and messaging on @expensive.ige consistently reinforce the core brand values and tone. His confident and stylish presentation is currently a strong asset.
• •Community Engagement with Tone: When interacting with comments and messages on social media, maintain the established brand tone. Respond confidently and in a way that reinforces the exclusive community feel, while still being appreciative of customer support.
• •Product Naming & Descriptions: Continue using evocative and aspirational product names (e.g., Lux, Presidential, Signature). Ensure product descriptions consistently highlight quality, exclusivity, and the lifestyle/mindset associated with the brand, not just a list of features.

Social Perception

Positive within its immediate community, Emerging Brand, Association with IGE, Streetwear Appeal

Copy Examples

• •Level Up Your Legacy. Don't just chase success, wear it. The [Product Name, e.g., Presidential Tracksuit] isn't just apparel, it's a statement. Crafted for the ambitious. Limited drop. #ExpensiveLondon #LuxuryStreetwear #Ambition
• •EXPENSIVE: Define Your Success. Shop the new collection of exclusive, high-quality streetwear designed for those who lead, not follow.
• •The EXPENSIVE Signature T-Shirt: More than a logo, it's a mindset. Premium 100% cotton for ultimate comfort and lasting style. Built for the bold. Embrace the lifestyle.
• •Access Granted: The Exclusive [New Collection Name] Has Arrived.
• •Uncompromising Quality. Unmistakably EXPENSIVE. Own Your Ambition. Swipe Up to Shop.